Scoring with a youth audience with Vimto
It can be difficult to get young people’s attention. However, we needed to get them excited about Vimto’s sponsorship of Salford City, as well as fans of the club and the wider Vimto audience too.
Knowledge is power, so we did our research to understand where this audience lives online and the content that appeals to them the most. The insight was the project needed one thing: exciting, shareable, ambassador-led content.
We developed the Trick Shot Challenge: a social UGC competition inviting 11 – 18 year olds to show us their best trick shots, for the chance to win an evening with the stars from the Class of 92, Gary Neville and Paul Scholes.
The competition was launched by Phil Neville and we secured a media partnership with Goal magazine to cover the event, as well as created a brand video to showcase highlights from the event.
Alongside this, we launched Academy Skills School: in the style of Soccer AM’s ‘Skillz School’ we got A92 players to face off against each other to show who had the best skills.
Social content was supported with story and image distribution to regional, sports, business, broadcast and online titles.
The legacy video from this activity really hit the spot with our peak audience of 18-24 year old males, with the average watch time of 14 seconds - more than double the industry average.
They watched for longer, too, with a 50% audience retention rate of the brand video vs an industry average retention rate of 15%
Ultimately it had double the average reach of previous Vimto content and posts (63k vs 25k).